You have to watch until the end to see the full power of this new Volvo film by Forsman & Bodenfors.
The ad follows a young girl as she sets off on her first day of school, showing glimpses of what life holds for her in the future – from travelling the world to raising a family. All of this comes to an abrupt stop as the girl steps out in front of an oncoming Volvo XC60, but the car’s safety system detects her and applies its emergency break. The film ends with the line, "Sometimes the moments that never happen, matter the most." The work was written by Gustav Johansson, art directed by Karl Risenfors and Andreas Malm, and directed by Johansson through New Land.